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Week 1 Discussion Question 1
Many people regard marketing simply as advertising. Advertising is a part of marketing, but it
is not the whole picture. What arguments can you make against the common assumption that
marketers only worry about advertising? What are some of the roles that marketers play
within an organization?
Advertising is only one part to an enormous engine, it helps it move but will not stop it if it
breaks down. Pictures, billboards, radio commercials and even TV commercials are just a
finished product of many hours of hard work and behind the scene research. The marketers
depend on their wits and their research to come up with innovated ideas to catch the eye of the
consumer. To be an effective marketer you must meet or exceed the expectations of the
consumer as well as the client or business you are representing, offer incentives, price cuts or
some other special or all the hard work will make no difference in the volume of sales produced.
They try to change the very aspect of the item they are advertising in order to make it appealing
for the consumer, make us want to buy it even if in reality we do not need it.
Week 1 Discussion Question 2
I will assign to you one of the 4 P's of the marketing mix to discuss - see table below. Describe
the key points of a good or service as it applies to the piece of the marketing mix assigned to
you (product, price, promotion, and place). How will your good or service be affected by other
3 pieces of the marketing mix?
Consider the following questions when responding to your classmates: What
recommendations do you have that will expand on their ideas? What could you do as a
marketing team to expand the market potential of a product? Product, Price, Promotion and
Place
Product
Product would have to be the most important part of the marketing mix due to the fact that the
product is what the mix revolves around. The place, price, and production of a good or service
are all important, however, the product is what they all hinge on. For example, the production
aspect focuses on limiting the cost and increasing efficiency in making the product, while the
price and promotion both attempt to sell the product to the most people they can. This is why it is
so important that a business, and its marketers, focus on creating the best possible product to
ensure that consumers will remain interested.
Price
Price is the assignment of value. Price is the amount a consumer must pay to receive the product
at interest. The price is used to increase an interest in a product. This is why you when you go
to the store the product is on sale. This is used to get the customer interested and eventually buy
the product. Another way price is used to increase the interest is having a high price. This is
supposed to let the consumer know that the product is high quality. An example would be going
to Wal-Mart and seeing a shirt on sale. This is used to draw the customer in, where they want to
buy it. An example of a high priced item would be something at Pottery Barn. Although you
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can go to Wal-Mart and get a bedding set for ¾ of the price, Pottery Barn stuff is advertised as
being high quality. Nothing can compare to it.
Promotion
When we think about a promotion for products or services we always think about how it benefits
us. An oil change for your car from company X is promoted at ½ off will attract more customers
than an oil change promoted from company B at full price. While company X charges $50 an oil
change at ½ price that is only $25, however company B while charging their full price of $40
will eventually be lower than company X. So although some promotions do not always attract
the desired customers such as the one I just described they do have an alternative motive as well.
That motive is just getting their name out in the general public and the idea that they do the same
work but only at an everyday lower price.
Other types of promotions can be in the form of coupons, referral programs, sign on incentives,
buy one get on free, buy this item and get this one for free and so on. So as we can see the
marketer has an arsenal of promotional techniques available at their disposal.
Place
Place refers to distribution methods of delivering a product to a customer. Whether it be
wholesale or retail getting the final product to the target market is the number one goal. Since
place is the last step before a customer receives a good a few other steps need to be met first
before a transaction can be made. A quality product has to be manufactured and capable of
selling according to supply and demand. I think before promoting a product, a price needs to
be set according to demand and then distributed to reach its intended market. If one of these
steps fail place/distribution will be affected accordingly.
Week 3 Discussion Question 1
Step 1: Consider a recent purchase that you or a family member has made (examples: a
household product, a DVD or CD, a grocery item, an electronic device, etc.) Describe the
item and list three main reasons you purchased that product as opposed to another
product. Then, identify the internal influences that describe each reason you made your
purchase; perception, motivation, learning, attitudes, personality, age group, the family life
cycle, or lifestyle.
Step 2: Respond to a classmate who describes a purchase that you, yourself, have recently
made (it does not have to be the same product described in your original answer). Was
your purchasing decision based on the same influences as your classmates’? If yes, give
additional examples of your influences. If not, describe what internal factors influenced you
to make the same purchase.
The most recent purchase that was made in my family was an HD TV for the living room.
However after doing some research online and talking with family members and friends from
around this area we decided to purchase a refurbished RCA 56 inch HDTV. The reason behind
our choice is simple, the economy. The TV set we had before was about 10 years old and was
starting to give us some real headaches that was the main reason for buying a new one, at least it
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is new to us. The store where we purchased the TV advertises in all of the local papers and even
with commercials on the local channels and they guarantee their work for two years. The
purchase price was $1500 cheaper than a new one and for the same one offered in Best Buy.
Some people do not like buying used electronics but with the service plan and the guarantee
offered by the Electronics Warehouse Co. and the price cuts on all of their electronics one
sometimes needs to try discount stores out. Personally from the service and quality of the TV I
purchased from them they can count on my business again in the future.
Week 3 Discussion Question 2
Think of a product that you have seen advertised on television, a magazine, or on the radio.
Describe the product and identify two external influences that might lead a person to
purchase the product; culture, subculture, social class, or group membership.
Consider your classmate's examples. Do you agree or disagree with their perception of
external influences about the product they described?
A commercial that come comes to mind was from the company called LIghtlife. This company
targets those who want to try and live a healthier life style through vegetarian foods. Their all
veggie hamburgers really does look appetizing, however, I will stick to the real meat burgers.
The first external influence that I can see is the subculture this of course is due to the vegetarians
being a society within our society. The second influence would have to be group membership.
As I mentioned before their food looks really good and if I was not a meat and potatoes kind of
person I would be purchasing my food items from them.
Week 5 Discussion Question 1
Look around your home or office and select three products that you currently use (Think of
something other than your cellphone or computer if you can). Briefly describe each product.
How would you classify each product?
When responding to your classmates, state if you agree or disagree with their classification
and why. Do you think their product could be classified differently? If so, explain your
reasoning.
After taking a long look around my house the first item I chose to talk about is my Shakespeare
fishing reel. It is the new deceiver model and perfect when fishing for bass and even large
catfish. It is a low profile real that works off a four ball bearing system making the fishing line
glide smoothly of the real. I would have to classify this product as a durable yet specialty item.
It is durable because it is built to last for years so one can enjoy their fishing experience yet is a
specialty item because there are other reels out there which are cheaper. However everyone
that goes fishing looks for something especially for their needs like this reel.
The second item I would like to talk about is the GE Microwave that I purchased for my wife
on her birthday. It is a 2.2 cubic foot oven with an all digital touch control panel and 1200 watts
of power. This product could be described as durable and a shopping product. I feel it can be
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considered durable because this microwave will help cook, heat up, defrost and keep food
warm for a long time to come. The product can be considered a shopping product because in
the choosing of the item it took time to look at all of the different types of microwave ovens
and determine which on fits my budget best.
The third product I chose for this discussion is the Axe deodorant body spray. It is a 4ounce
spray can with a twist up/down top to protect the spray button. This item can be described as a
convince product as well as a nondurable item. Since this item is purchased over and over again
without thinking about it I consider it a convince product, and since it has to be purchased over
and over again that says that it does not last very long hence a nondurable product.
Week 5 Discussion Question 2
Consider the products you described and classified in DQ1. Using figure 8.3 on page 257 of
the text as a guide, in what stage of product adoption do you think each of the products fall
under? Do you use similar products as your classmates?
Describe whether you agree or disagree with their assessment.
The new Shakespeare deceiver fishing reel could be in the trial stage and the adoption stage as
well. There are several advertisements out there demonstrating the effectiveness of the
product so the trial stage would fit, however since the product is available to the consumer and
it also comes with a manual that provides all the specifications of the product as well as the
many uses it has.
The GE Microwave that I purchased could be placed in the evolution part of the stage of
products. Considering that all technology is advancing and companies are producing products
that can out-do their previous models this microwave will probably be out dated in a matter of
years. It could also be placed in the confirmation stage as well as the evolution stage, by
providing the best possible products they can it reinforces the customer’s choice and makes
some consumers dedicated.
Axe deodorant body spray I think could be placed in the trial stage as well as the awareness
stage. The trial stage is seems right because everywhere you look there are samples for the
consumer to use. Even online advertisements allow one to fill out a survey and receive free
samples of their products. The awareness stage can be a decent choice because there are
advertisements everywhere we look, from online to magazines.
Week 7 Discussion Question 1
Imagine that you are a mentor to a new employee at a marketing firm. The new employee
is having trouble understanding what the term market communication really means. Using
what you have learned, explain to the new employee how marketing communication can
influence a buyer.
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Respond to your classmates' answers by asking additional questions that a newcomer to
marketing might ask. Is the explanation clear? Which areas do you understand? In what
areas would you like more clarification?
So you want to become a marketer but do not know what it really means and what you need to
do in order to be a good one. To make a long story short you need to be able to make any product
look irresistible to the targeted consumer. Let’s say you live in the Mojave Desert, selling water
would be a piece of cake but selling sand would be almost impossible. That is where we come in,
we come up with strategies and sell visuals that the people can recognize with, and this
ultimately stimulates the consumer into buying the product. By using our wide range of
advertising deliverance systems we can count on millions of people seeing or hearing about our
product. These advertisements need to be quick and to the point but easily remembered in order
to catch the attention of the potential consumers. Once their attention has been caught their
interest in the product goes up, that is why we give them only enough information to peak their
interest. In order to satisfy their interest the consumer buys the product. Score on for the
marketers and get ready for your bonus.
Week 7 Discussion Question 2
Search your local newspaper for advertisements and examples of pricing strategies. If you
do not have access to a local newspaper, search for a newspaper online. What are two
pricing strategies that you found in the advertisements? Describe the function the price
serves for each product or service.
When responding to your classmates, describe the steps the company likely followed when
planning the price strategy described in the response.
The first ad I found was that of our local auto parts warehouse. Main Auto Parts is a local parts
store trying to compete with the larger auto parts store and doing a good job. They use the
competitors pricing strategy, leaving the price open and promising that they will beat their
competitors price by 25% no matter what the price is. This is a good strategy considering how
the economy is doing.
The next advertisement I located was for a local grocery store called La Feria. Their strategy is
for family value pricing. There first item is for Green Chili grown locally, their pricing is $1.29 per
pound but if one purchases over three pounds they drop the price to $0.99 a pound. By
removing 30 cents per pound they are sure to sell more of this product.
Week Nine Discussion Question
Before I started this class I had no real idea about what marketing was, sure I knew it dealt with
advertising but I did not know the extremes it has to go through to be effective. Working for a
large company I can now see why they invest so much in their advertising campaigns, both
online and off. For a company to be truly effective in today’s competitive market they need a real
good team of marketers who completely understand what it means to market an item.
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Although the marketing career is fascinating I seriously doubt that I will try to make it something
for me. My goal is set to continue with my company and try to become one of their many plant
managers within the next few years. After that I hope it is off to the corporate headquarters to
continue my advancement.
The most valuable lesson I learned here is that marketing can make the difference in weather a
company succeeds or fails with their products or services. I owned a little store in Mexico for
about five years but never counted on marketing to make it a successful. I am not sure it would
have helped much there anyway, it was just a local grocery store and our clients were mainly our
neighbors. This was however just something for my wife and her mother. If I ever do decide to
open another store I will definitely use what I have learned in this class.

Unformatted Attachment Preview

Week 1 Discussion Question 1 Many people regard marketing simply as advertising. Advertising is a part of marketing, but it is not the whole picture. What arguments can you make against the common assumption that marketers only worry about advertising? What are some of the roles that marketers play within an organization? Advertising is only one part to an enormous engine, it helps it move but will not stop it if it breaks down. Pictures, billboards, radio commercials and even TV commercials are just a finished product of many hours of hard work and behind the scene research. The marketers depend on their wits and their research to come up with innovated ideas to catch the eye of the consumer. To be an effective marketer you must meet or exceed the expectations of the consumer as well as the client or business you are representing, offer incentives, price cuts or some other special or all the hard work will make no difference in the volume of sales produced. They try to change the very aspect of the item they are advertising in order to make it appealing for the consumer, make us want to buy it even if in reality we do not need it. Week 1 Discussion Question 2 I will assign to you one of the 4 P's of the marketing mix to discuss - see table below. Describe the key points of a good or service as it applies to the piece of the marketing mix assigned to you (product, price, promotion, and place). How will your good or service be affected by other 3 pieces of the marketing mix? Consider the following questions when responding to your classmates: What recommendations do you have that will expand on their ideas? What could you do as a marketing team to expand the market potential of a product? Product, Price, Promotion and Place Product Product would have to be the most important part of the marketing mix due to the fact that the product is what the mix revolves around. The place, price, and production of a good or service are all important, however, the product is what they all hinge on. For example, the production aspect focuses on limiting the cost and increasing efficiency in making the product, while the price and promotion both attempt to sell the product to the most people they can. This is why it is so important that a business, and its marketers, focus on creating the best possible product to ensure that consumers will remain interested. Price Price is the assignment of value. Price is the amount a consumer must pay to receive the product at interest. The price is used to increase an interest in a product. This is why you when you go to the store the product is on sale. This is used to get the customer interested and eventually buy the product. Another way price is used to increase the interest is having a high price. This is supposed to let the consumer know that the product is high quality. An example would be going to Wal-Mart and seeing a shirt on sale. This is used to draw the customer in, where they want to buy it. An example of a high priced item would be something at Pottery Barn. Although you can go to Wal-Mart and get a bedding set for ¾ of the price, Pottery Barn stuff is advertised as being high quality. Nothing can compare to it. Promotion When we think about a promotion for products or services we always think about how it benefits us. An oil change for your car from company X is promoted at ½ off will attract more customers than an oil change promoted from company B at full price. While company X charges $50 an oil change at ½ price that is only $25, however company B while charging their full price of $40 will eventually be lower than company X. So although some promotions do not always attract the desired customers such as the one I just described they do have an alternative motive as well. That motive is just getting their name out in the general public and the idea that they do the same work but only at an everyday lower price. Other types of promotions can be in the form of coupons, referral programs, sign on incentives, buy one get on free, buy this item and get this one for free and so on. So as we can see the marketer has an arsenal of promotional techniques available at their disposal. Place Place refers to distribution methods of delivering a product to a customer. Whether it be wholesale or retail getting the final product to the target market is the number one goal. Since place is the last step before a customer receives a good a few other steps need to be met first before a transaction can be made. A quality product has to be manufactured and capable of selling according to supply and demand. I think before promoting a product, a price needs to be set according to demand and then distributed to reach its intended market. If one of these steps fail place/distribution will be affected accordingly. Week 3 Discussion Question 1 Step 1: Consider a recent purchase that you or a family member has made (examples: a household product, a DVD or CD, a grocery item, an electronic device, etc.) Describe the item and list three main reasons you purchased that product as opposed to another product. Then, identify the internal influences that describe each reason you made your purchase; perception, motivation, learning, attitudes, personality, age group, the family life cycle, or lifestyle. Step 2: Respond to a classmate who describes a purchase that you, yourself, have recently made (it does not have to be the same product described in your original answer). Was your purchasing decision based on the same influences as your classmates’? If yes, give additional examples of your influences. If not, describe what internal factors influenced you to make the same purchase. The most recent purchase that was made in my family was an HD TV for the living room. However after doing some research online and talking with family members and friends from around this area we decided to purchase a refurbished RCA 56 inch HDTV. The reason behind our choice is simple, the economy. The TV set we had before was about 10 years old and was starting to give us some real headaches that was the main reason for buying a new one, at least it is new to us. The store where we purchased the TV advertises in all of the local papers and even with commercials on the local channels and they guarantee their work for two years. The purchase price was $1500 cheaper than a new one and for the same one offered in Best Buy. Some people do not like buying used electronics but with the service plan and the guarantee offered by the Electronics Warehouse Co. and the price cuts on all of their electronics one sometimes needs to try discount stores out. Personally from the service and quality of the TV I purchased from them they can count on my business again in the future. Week 3 Discussion Question 2 Think of a product that you have seen advertised on television, a magazine, or on the radio. Describe the product and identify two external influences that might lead a person to purchase the product; culture, subculture, social class, or group membership. Consider your classmate's examples. Do you agree or disagree with their perception of external influences about the product they described? A commercial that come comes to mind was from the company called LIghtlife. This company targets those who want to try and live a healthier life style through vegetarian foods. Their all veggie hamburgers really does look appetizing, however, I will stick to the real meat burgers. The first external influence that I can see is the subculture this of course is due to the vegetarians being a society within our society. The second influence would have to be group membership. As I mentioned before their food looks really good and if I was not a meat and potatoes kind of person I would be purchasing my food items from them. Week 5 Discussion Question 1 Look around your home or office and select three products that you currently use (Think of something other than your cellphone or computer if you can). Briefly describe each product. How would you classify each product? When responding to your classmates, state if you agree or disagree with their classification and why. Do you think their product could be classified differently? If so, explain your reasoning. After taking a long look around my house the first item I chose to talk about is my Shakespeare fishing reel. It is the new deceiver model and perfect when fishing for bass and even large catfish. It is a low profile real that works off a four ball bearing system making the fishing line glide smoothly of the real. I would have to classify this product as a durable yet specialty item. It is durable because it is built to last for years so one can enjoy their fishing experience yet is a specialty item because there are other reels out there which are cheaper. However everyone that goes fishing looks for something especially for their needs like this reel. The second item I would like to talk about is the GE Microwave that I purchased for my wife on her birthday. It is a 2.2 cubic foot oven with an all digital touch control panel and 1200 watts of power. This product could be described as durable and a shopping product. I feel it can be considered durable because this microwave will help cook, heat up, defrost and keep food warm for a long time to come. The product can be considered a shopping product because in the choosing of the item it took time to look at all of the different types of microwave ovens and determine which on fits my budget best. The third product I chose for this discussion is the Axe deodorant body spray. It is a 4ounce spray can with a twist up/down top to protect the spray button. This item can be described as a convince product as well as a nondurable item. Since this item is purchased over and over again without thinking about it I consider it a convince product, and since it has to be purchased over and over again that says that it does not last very long hence a nondurable product. Week 5 Discussion Question 2 Consider the products you described and classified in DQ1. Using figure 8.3 on page 257 of the text as a guide, in what stage of product adoption do you think each of the products fall under? Do you use similar products as your classmates? Describe whether you agree or disagree with their assessment. The new Shakespeare deceiver fishing reel could be in the trial stage and the adoption stage as well. There are several advertisements out there demonstrating the effectiveness of the product so the trial stage would fit, however since the product is available to the consumer and it also comes with a manual that provides all the specifications of the product as well as the many uses it has. The GE Microwave that I purchased could be placed in the evolution part of the stage of products. Considering that all technology is advancing and companies are producing products that can out-do their previous models this microwave will probably be out dated in a matter of years. It could also be placed in the confirmation stage as well as the evolution stage, by providing the best possible products they can it reinforces the customer’s choice and makes some consumers dedicated. Axe deodorant body spray I think could be placed in the trial stage as well as the awareness stage. The trial stage is seems right because everywhere you look there are samples for the consumer to use. Even online advertisements allow one to fill out a survey and receive free samples of their products. The awareness stage can be a decent choice because there are advertisements everywhere we look, from online to magazines. Week 7 Discussion Question 1 Imagine that you are a mentor to a new employee at a marketing firm. The new employee is having trouble understanding what the term market communication really means. Using what you have learned, explain to the new employee how marketing communication can influence a buyer. Respond to your classmates' answers by asking additional questions that a newcomer to marketing might ask. Is the explanation clear? Which areas do you understand? In what areas would you like more clarification? So you want to become a marketer but do not know what it really means and what you need to do in order to be a good one. To make a long story short you need to be able to make any product look irresistible to the targeted consumer. Let’s say you live in the Mojave Desert, selling water would be a piece of cake but selling sand would be almost impossible. That is where we come in, we come up with strategies and sell visuals that the people can recognize with, and this ultimately stimulates the consumer into buying the product. By using our wide range of advertising deliverance systems we can count on millions of people seeing or hearing about our product. These advertisements need to be quick and to the point but easily remembered in order to catch the attention of the potential consumers. Once their attention has been caught their interest in the product goes up, that is why we give them only enough information to peak their interest. In order to satisfy their interest the consumer buys the product. Score on for the marketers and get ready for your bonus. Week 7 Discussion Question 2 Search your local newspaper for advertisements and examples of pricing strategies. If you do not have access to a local newspaper, search for a newspaper online. What are two pricing strategies that you found in the advertisements? Describe the function the price serves for each product or service. When responding to your classmates, describe the steps the company likely followed when planning the price strategy described in the response. The first ad I found was that of our local auto parts warehouse. Main Auto Parts is a local parts store trying to compete with the larger auto parts store and doing a good job. They use the competitors pricing strategy, leaving the price open and promising that they will beat their competitors price by 25% no matter what the price is. This is a good strategy considering how the economy is doing. The next advertisement I located was for a local grocery store called La Feria. Their strategy is for family value pricing. There first item is for Green Chili grown locally, their pricing is $1.29 per pound but if one purchases over three pounds they drop the price to $0.99 a pound. By removing 30 cents per pound they are sure to sell more of this product. Week Nine Discussion Question Before I started this class I had no real idea about what marketing was, sure I knew it dealt with advertising but I did not know the extremes it has to go through to be effective. Working for a large company I can now see why they invest so much in their advertising campaigns, both online and off. For a company to be truly effective in today’s competitive market they need a real good team of marketers who completely understand what it means to market an item. Although the marketing career is fascinating I seriously doubt that I will try to make it something for me. My goal is set to continue with my company and try to become one of their many plant managers within the next few years. After that I hope it is off to the corporate headquarters to continue my advancement. The most valuable lesson I learned here is that marketing can make the difference in weather a company succeeds or fails with their products or services. I owned a little store in Mexico for about five years but never counted on marketing to make it a successful. I am not sure it would have helped much there anyway, it was just a local grocery store and our clients were mainly our neighbors. This was however just something for my wife and her mother. If I ever do decide to open another store I will definitely use what I have learned in this class. Name: Description: ...
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